The LEGO Group, one of the world’s leading manufacturers of play materials, has opened its new UK flagship store in Leicester Square, London today (Thursday November 17).
The new landmark store will be the biggest LEGO® Brand Retail Store in the world, the 37th LEGO store in Europe and cover a vast 914 sq m total area over two floors.
A LEGO Big Ben is currently being built brick-by-brick and will dominate both levels of the store.
Made from more than 200,000 bricks and taking an estimated total of 2,280 hours to complete, the brick-built replica will be the world’s largest version of the famous Elizabeth Tower built by the LEGO Group and will stand an awe inspiring 6.53m high.
The LEGO store version will also feature a working clock face, which will be illuminated at night – just like the real thing.
In addition to a variety of large LEGO models showcasing the creative potential of the LEGO brick, the store will feature exciting new technology within a LEGO retail environment, exclusive product sets, include hands-on building areas, building demonstrations, a Pick & Build Brick Wall and new iconic LEGO experiences.
Also exclusive to the Leicester Square store is the new LEGO mascot, Lester, who is already in full public view on the store’s construction façade.
Lester is the quintessential English gentleman – a tea-drinking LEGO® Minifigure who is an expert on all things pertaining to the capital city and all LEGO matters.